Take a glance at what we believe are the key social media marketing trends for 2020 that marketers got to remember of so as to make sure their marketing strategy is up-to-date and as effective as possible.
Social media has now become synonymous with digital marketing, with most-going hand in hand. However, social media is way from static and what worked a couple of months ago might not get you an equivalent good results now.
Habits change, platforms evolve, and new platforms inherit existence. All of this influences how people use and react to social media marketing, also as how marketers are ready to reach their audience.
It is more important than ever before for marketers to know and stay before the curve when it involves social media. Doing so ensures you’ve got the proper tools at your disposal, an up-to-date strategy, and therefore the required skills to form the foremost of social media.
With this in mind, we’ve taken a glance at a number of the trends that we believe are getting to be important when it involves social media marketing in 2020. Here are the trends that we, and other experts, think you would like to remember of before the new year:
The digital detox
There are now 3.484 billion social media users across the world , which may be a 9% increase compared to last year. This is equal to 45 per cent of the world’s social media population. It also indicates that use of social media has actually beaten past projections, indicating that an estimated 2.82 billion would use social media in 2019. While this means that brands have the chance to succeed in larger audiences than ever before, a replacement trend affects that audience base.
Digital round the world 2019
More people are now choosing to “detox” from social media, deleting apps and profiles so as to step faraway from it. this is often quite just the standard changes we see in terms of individuals choosing to use one platform less in favour of another – like Facebook seeing users decline but Instagram attracting more – this trend is seeing people take a short lived or permanent break from all social media.
One in three adults within the UK are now reducing their social media use. Some 6% of users have removed an app from their phone, 6% have permanently deleted their accounts and eight have both deleted their accounts and removed social media mobile apps.
Digital detox stats
A big reason for this is often that folks now feel overloaded by social media, with the permeation of social media affecting their psychological state and well-being. Others prefer to detox because they don’t trust social media platforms, either thanks to issues like Fake News or due to privacy and data concerns.
“I think we’re going to see more of a shift in how social media users behave online this year; I believe the digital detox will become more prevalent, with many of us trying to limit the quantity of your time they spend on social media.
“I also think that there’ll still be an enormous push towards making social media more private and secure for its users – this has been an enormous problem recently and lots of people are just realizing how truly dangerous a scarcity of online privacy are often . And this stuff , of course, will have an enormous impact on marketing too – brands and marketers got to get on top of those trends and act accordingly.”
Lilach Bullock-Specialist in digital marketing and social media.
This isn’t to mention that social media will become void in terms of digital marketing, but marketers do got to understand the impacts it could have. When added to the problems that pay-to-play social media brings, more people taking over a digital detox (whether temporary or permanent) will impact reach and engagement of your posts. this will affect the results of any customer acquisition or brand awareness campaigns you launch across social media platforms.
Ultimately, it’s vital that you simply don’t start putting all of your marketing eggs within the social media bucket. you would like to make sure that enough budget and resource remains being given to other channels, including email marketing and program marketing. However, it’s also vital that you simply make sure that any social media presence you are doing have is as meaningful as possible. Your brand must offer quite memes – you would like to deliver content that features a positive and memorable impact on your audience which provides the maximum amount value as possible.
Building social media communities
A big part of effective and useful social media experiences is that the way brands reach their audience.. While sharing posts that you simply believe your audience will enjoy is a component of maintaining your social media presence, you furthermore may got to encourage and cultivate interactions that are quite an easy like or share.
There are tons of brands out there who seemingly have large social media followings and yet, once you look more closely at individual posts, their engagement levels are almost non-existent. Those brands that are seeing more engagement from their followers do so by building communities around their content.
Smart Insights Facebook Members’ Community
This isn’t to mention that communities are a replacement concept, but they’re being built by brands in several ways, which is paying off and can likely still do so as we head into 2020.
“While social communities aren’t a replacement concept, how brands build them is changing the way we interact with them. Most companies, both B2C and B2B, have huge follow-ups without any real commitment. rock bottom line is your online presence should expand your reach, to ultimately drive more conversions.
“For starters, it’s crucial to live your efforts and stay in-tuned together with your audience. Social media suites are an excellent thanks to see everything in one place, from post creation and distribution to monitoring and analytics. find out what’s working and what’s not – don’t be afraid to pivot and check out something new!
Encourage your team to make their own social presence to market content and increase overall brand trust. This tactic results in an authentic voice for your company,
Twitter chats help create a robust sense of community through content, bringing thought leaders from all areas together during a real-time conversation. It gives your brand the right opportunity to interact directly with current and potential customers.
“More than ever before, potential buyers want to listen to from current customers – so give them an area to try to to just that.”
Bridget Poetker-Senior Expert in content marketing at G2
Building social media communities faraway from your profiles is simply the beginning , after all, creating a gaggle and having people join is not any guarantee that they’re going to engage. you furthermore may got to create content that gets them talking, encourages conversations and cultivates that feeling of community. Doing so can keep people engaged together with your brand but also usher in new leads and customers while also adding a person’s , personalized element to your brand.
“I agree that pure uploading of content and other people’s access to engagement is gradually coming to an end as pay-to-play social media becomes increasingly prevalent with every social network over time. As a corporation , you’re already at an obstacle , which is why it’ll become more important than ever to truly engage together with your community.
“I’m not talking about engagement in order that your content shows up better within the algorithm, but actually thanking those people in your community not only they comment or engage together with your content but actually proactively reaching bent them sort of a social media user would reach bent a lover . If your business wants to survive in organic social media in 2020, i think that this type of humanization of your brand are going to be necessary.”
Neal Schaffer-Leading Global Trainer and successful implementer of corporate social media strategy.
Social media influencers and word-of-mouth marketing
One advantage of building social media communities is that the incontrovertible fact that they assist with word-of-mouth marketing, which is another big social media marketing trend for 2020. Communities allow you to interact with nano or micro-influencers who are already advocates of your brand so as to urge them to share honest views and experiences of your products or services.
We all know influencers have been around for a short time and are now a normal part of the social media experience. they will offer great benefits for brands, including a comparatively high earned media value, especially now that Instagram usage is constant to grow at an elevated rate.
Influencer marketing average earned media spend
However, many sorts of influencers are not any longer trusted by consumers. Big influencers aren’t only expensive for brands, they not have the impact that they wont to because they’re seen as disingenuous. In reality, as they are more likely to be honest, 61 per cent of customers would prefer the reviews of friends and family over celebrity endorsements.
In comparison, smaller influencers, like those that are likely to be a part of your communities, tend to possess better relationships with their followers, which suggests they enjoy a better level of trust. this will cause more engagement at a lower cost, also as increased trust during a brand that’s more likely to culminate in conversion.
Instagram and Twitter engagement levels “A good reason to follow my advice about social media networks is that this can also make your brand much easier to use interact with influencers in 2020. This obviously is that the other thanks to incite Word of Mouth marketing on social media when organic social media for businesses is just about dead.
“Now I’m not talking about spending thousands of dollars and reaching bent celebrities who are promoting one brand today and another brand tomorrow. I’m talking about authentically engaging with those in your community who are already following you and are already nano if not micro-influencers and finding how to collaborate with them.
“I am so hooked in to this subject that it’s getting to be the focus of my next book, Age of Influence, which publishes in March of 2020, but needless to mention I hope that marketers in 2020 will realize that social media isn’t just an area to plug to people, but really is that the ultimate forum for you to seek out and collaborate with a spread of social media users of varying influence which will help push your marketing objectives forward.”
Neal Schaffer – Leading Global Educator And a successful implementer of an enterprise social media strategy.
Taking on nano or micro-influencers as brand ambassadors means they will share posts about your brand but also engage in conversions with their highly engaged following or others within communities. it’s these conversations that are more likely to influence buying decisions and help build trust in your company.
This type of selling creates positive brand sentiment, gets people talking about your brand and provides more insights into consumers’ buying behaviour and pain points. All of this better enables you to make a real experience for your audience.
The rise of other platforms
Facebook, Twitter and Instagram tend to be the core platforms employed by B2C brands, with LinkedIn also being vital for B2B companies. However, many users are growing fatigued with these core platforms while brands need to fight harder than ever before to realize good levels of organic reach and engagement.
So far this year, although Twitter has seen growth, its active user numbers have decreased from its all-time high of 2017. Similarly, Facebook has seen an enormous drop by users – especially younger users – over the last two years, with younger audiences opting to spend time on other platforms.
Combined with the increasing pay-to-play format of social media channels, this suggests that brands aren’t seeing the results on these platforms that they previously did.
Twitter monthly average users
[Average monthly Twitter users by year]
One social media platform that’s becoming a go-to, especially for younger generations, is TikTok. While the app was launched in 2016, its popularity has grown fairly recently, with 2019 seeing an enormous number of users flock to the platform. It now has around 500 million monthly active users worldwide and registered quite 1.1 billion installs as of March 2019.
Active monthly TikTok users
While TikTok is unlikely to be the simplest option for B2B brands, B2C companies with a younger audience (41% of TikTok users are aged between 16 and 24) could find it to be an excellent platform to encourage engagement with users who are stepping faraway from more traditional social media platforms.
As well as TikTok, an honest platform to take a position certain those looking to encourage e-commerce sales through social media might be Pinterest. Although Pinterest is way from new on the scene, it’s experienced a recent resurgence, meaning it’s now used for quite just saving recipes or getting decorating inspiration.
Pinterest has found that it fits well into the e-commerce space and has an audience that’s engaged with the thought of shopping for products they see on the platform. In fact, 75% of Pinterest users say they’re “very interested” in new products compared to only 55% of individuals on other social media platforms.
This is likely why retail brands are finding success on the platform, with them reporting 2x higher returns on ad spend from the platform than other sorts of social media and a return 1.3x higher than conventional quest. .
“Since Instagram as an e-commerce platform is getting harder to realize customers from, marketers will highly likely move to Pinterest. Pinterest now resembles Instagram when the latter emerged. No obtrusive ads, user-friendly program , and no fake influencers. quite 250 million people use Pinterest monthly , and this number will increase.
“As for TikTok, this website continues to grow quite rapidly. Marketers and business owners whose audience are teenagers and children should definitely consider TikTok as a winning marketing platform. TikTok is already a beautiful platform for YouTube, Instagram, and Twitch bloggers since it’s effortless and fun to form videos and gain fame there.”